As Netflix prepares to launch a lower-cost ad-supported subscription tier, new consumer survey data from Samba TV and HarrisX sheds light on two key questions: how interested are consumers in a tier with ads, and would a lower priced ad-model cannibalize subscription revenue? In short, the study suggests appetite is strong, both with current lower-tiered subscribers, as well a large net-new audience that has either never had or already canceled their Netflix subscription.
